Nike - Key City

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Key City / City of Chingale

Is a global project for Nike that selects a few countries around the world rich in art, culture and visual elements that represent the country and this culture in general.

This project delves into Mexican popular culture, the culture of work , of people ("chambeadora") who work hard and always get the best out of it, all based also on tropicalized Mexican popular phrases to the current campaign of the brand together with Nike Sportswear and Jordan Air.

The Mission

We developed some popular mexican phrases, we mixed them with the Nike and Jordan concept of this campaign and we were able to represent these phrases with popular Mexican letters, a typical lettering style, as well as some illustrations that represent these phrases and graphically enhance this campaign.

Key City México

México, una ciudad donde se es atleta por el hecho de nacer aquí, se es atleta desde que corres para tomar el bus que te llevará a la escuela, cuando saltas escalones para tomar el metro hacia la oficina, naces y creces atleta desde que sales de casa a chingarle caminando, corriendo, o en transporte, da igual, México nunca descansa siempre esta activo, siempre en chinga para la chinga, en la casa, en el trabajo y repites la jornada, la semana, los meses, porque México es un país atleta, un país rico, rico de gente chambeadora que hace que la ciudad se mueva y la vida siga.

México, la ciudad donde se le chinga bonito.